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2022年 12月 18日
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摘要
摘要
公募基金行业历经二十余年发展，资产管理规模及基金投资能力不断提升，尤
其近些年随着资管新规逐步落地，公募基金在国内资产管理行业中所扮演的角色越
发重要，投资者选择公募基金进行资产配置的需求不断提升，整个行业正处于爆发
式增长的黄金时期。但当前公募基金的营销工作需要面对如基金产品同质化严重、
新发基金层出不穷、营销人员专业水平参差不齐、代销渠道拥挤等各种问题。公募
基金公司需要进行营销策略方面的优化，以顺应飞速发展的行业现状。
本文以 F公募基金公司为例，综合运用 STP分析法及营销环境分析法对 F公募
基金公司进行分析，结合 7P营销理论，梳理了 F公募基金公司营销策略的现状，分
析出当前该公司营销策略所存在的问题，包括公司品牌宣传力度不足、忽视对老基
金的持续营销、产品发行节奏过于密集、传统代销渠道自上而下推动力度弱等问题。
并给出 F基金公司应制定更加清晰的产品线品牌策略，同时制定灵活多样的价格策
略，提升对公司品牌力及基金经理个人影响力的提升，拓展代销渠道广度，注重投
资者陪伴服务以及加强人才培养积累等营销策略优化建议。
本文的研究结果对于 F公募基金公司提升营销效率，优化营销策略具有指导意
义，通过更加顺应当前时代的营销策略优化可以提升公司的综合竞争力。本文的研
究结果对于公募基金行业也有一定借鉴意义，为行业营销策略的总体优化提供参考。
关键词公募基金；营销策略；管理优化；营销模式
I
Abstract
Abstract
After more than 20 years of development, the public offering of fund industry has
continuously improvedits asset managementscale and fundinvestment capacity.
Especially in recent years, new asset management regulations have been gradually
implemented. Public offering of fund play an increasingly important role in the domestic
asset management industry. The demand for investors to choose public funds for asset
allocation continues to increase. The whole industry is in the golden age of explosive
growth. However, the current marketing work of public funds needs to face various
problems, such as the serious homogenization of fund products, the endless emergence of
new funds, the uneven professional level of marketing personnel, and the crowded
distribution channels. Public fund companies need to optimize their marketing strategies
to adapt to the rapid development of the industry.
This paper takes F fund management company as an example, and comprehensively
uses STP analysis method and marketing environment analysis method to analyze F fund
management company. Combined with the 7P marketing theory, this paper combs the
current situation of the marketing strategy of F mutual fund company. Analyze the
problems existing in the current marketing strategy of the company. It includes the
insufficient promotion of the company's brand, the neglect of the continuous marketing of
old funds, the overly intensive rhythm of product issuance, and the weak promotion of
traditional consignment channels from top to bottom. F fund management company
should formulate a clearer product line brand strategy. Develop flexible and diversified
price strategies. Improve the company's brand strength and personal influence of fund
managers. Expand thescope of consignment channels.Suggestions on optimizing
marketingstrategies,such asfocusingoninvestoraccompanyingservicesand
strengthening talent cultivation and accumulation.
The research results of this paper have guiding significance for F mutual fund
company to improvemarketing efficiency andoptimize marketing strategies. The
comprehensive competitiveness of the company can be improved by optimizing the
marketing strategy that is more in line with the current era. The research results of this
paper also have some reference significance for the public fund industry, and provide a
reference for the overall optimization of the industry's marketing strategy.
III